Leveraging Post-Click Marketing   For   Successful On-line  Demand Generation
<ul><li>Outbound - “interruption” - </li></ul><ul><li>marketing doesn’t work any    more  </li></ul><ul><li>Voice mail nev...
Time taken to cold call, find someone that is interested in your offering convince them they need it, get the power sponso...
<ul><li>Marketing Sherpa: </li></ul><ul><li>“ 90% of technology product    purchasing cycles start    with a Google Search...
Improved Timeline 2. Inbound Centric Sales Approach Prospect business pain motivates a search for a solution. They find yo...
<ul><li>However, in the B2B Technology arena, web sites typically    inform, they don’t ‘sell’ </li></ul><ul><li>‘ Selling...
<ul><li>Smart Post-Click Marketing </li></ul><ul><li>Turbo-charges both paid  and organic search </li></ul><ul><li>Capture...
Google Search 101
These are all paid ads – You control everything
So are  these
These are the organic listings – they point directly to web content
<ul><li>Lots of good SEM vendors </li></ul><ul><li>Most are fixated on clicks </li></ul><ul><li>Few focus on conversions <...
The visitor is searching for Telecom Provisioning, clicks on an ad about Telecom NGOSS and is brought to a page about Bill...
<ul><li>Conversions –  AKA registrations - NOT just clicks </li></ul><ul><li>For paid search = landing page programs </li>...
Landing Page   Programs Persuasion Architecture Lead Nurturing  Three Steps To Successful Online Demand Generation AKA “Po...
<ul><li>Landing pages allow you to control the post-click    experience end-to-end </li></ul><ul><li>Singular objective - ...
Let’s imagine a user does a search for “Telecom Provisioning Software”…….
Ideally, a pre-conversion segmentation page  should be served up  before  the landing page This asks the visitor to “self ...
Minimize mandatory fields -Minimizes registration friction and maximizes conversions Reinforce search term used by the vis...
<ul><li>Enhance interaction and information sharing  </li></ul><ul><li>Yield richer contact information </li></ul><ul><li>...
30-40% of visitors that complete the landing page typically also complete the second stage form Validate all fields to imp...
Repeat thank you page offer. Just because they didn’t complete the second stage form before doesn’t mean that they won’t d...
Persuasion Architecture
Tell visitors what the site owner wants them to hear: About Us, Our Products, Our Team, Our News ,  etc. A better approach...
These are the organic listings – they point directly to web content
<ul><li>Essential for organic traffic – actually any traffic </li></ul><ul><li>Two key goals: </li></ul><ul><li>1. Meet in...
Demonstrates understanding of business pains   Responding to feedback from persona research to have pricing and ROI inform...
Lots of Opportunities to Register
Lead Nurturing
<ul><li>Many prospects aren’t ready to talk to a sales rep yet   </li></ul><ul><li>They’re just researching your product o...
<ul><li>Companies either lack resources, expertise and knowledge    to develop  effective  programs </li></ul><ul><li>Or s...
<ul><li>Define/develop/deploy post-click marketing programs </li></ul><ul><li>Provide point or end-to-end project manageme...
<ul><li>Deep knowledge of current online best practices  </li></ul><ul><li>Proven results in inbound lead generation </li>...
[email_address] 416 836 4545 www.funnelbuilders.com/blog Twitter: @funnelbuilders LinkedIn: seanodonovan
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Leveraging Post-Click Marketing for Successful Online Demand Generation

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An overview of some post-click marketing best practices for paid and organic search

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Leveraging Post-Click Marketing for Successful Online Demand Generation

  1. 1. Leveraging Post-Click Marketing For Successful On-line Demand Generation
  2. 2. <ul><li>Outbound - “interruption” - </li></ul><ul><li>marketing doesn’t work any more </li></ul><ul><li>Voice mail never answered, response rates low, attendance </li></ul><ul><li>down </li></ul><ul><li>Results consistently mediocre to abysmal </li></ul>Reality #1
  3. 3. Time taken to cold call, find someone that is interested in your offering convince them they need it, get the power sponsor buy-in and establish a purchasing budget The Numbers are Not on Your Side Your selling cycle – perhaps 3-6 months Client purchasing cycle – another 3-6 months Once the prospect decides they want what you are offering they enter their purchasing cycle. Nine times out of ten, the next step is to research other suppliers – Your competition! Traditional Sales Approach - Complex, High Value Service/Product Total selling cycle 6-12 months!
  4. 4. <ul><li>Marketing Sherpa: </li></ul><ul><li>“ 90% of technology product purchasing cycles start with a Google Search” </li></ul><ul><li>If you’re not visible on the </li></ul><ul><li>internet you’re losing </li></ul><ul><li>opportunities </li></ul>Reality #2
  5. 5. Improved Timeline 2. Inbound Centric Sales Approach Prospect business pain motivates a search for a solution. They find you on-line and start to research your offering. Selling and purchasing cycle aligned – Deal can be completed in 3-6 months Deals can now close in half the time – because you engage with the customer as they start their purchasing cycle Time taken to cold call, find someone that is interested in your offering convince them they need it, get the power sponsor buy-in and establish a purchasing budget Your selling cycle – perhaps 3-6 months Client purchasing cycle – another 3-6 months Once the prospect decides they want what you are offering they enter a purchasing cycle. Nine times out of ten, next step is to research your competition! 1. Traditional Sales Approach 6-12 months
  6. 6. <ul><li>However, in the B2B Technology arena, web sites typically inform, they don’t ‘sell’ </li></ul><ul><li>‘ Selling’ complex, high value products happens off-line, face to face </li></ul><ul><li>Need is to leverage web presence to generate leads </li></ul>Being Visible is One Thing……
  7. 7. <ul><li>Smart Post-Click Marketing </li></ul><ul><li>Turbo-charges both paid and organic search </li></ul><ul><li>Capture inbound lead </li></ul><ul><li>Come again, what’s that? </li></ul>Solution:
  8. 8. Google Search 101
  9. 9. These are all paid ads – You control everything
  10. 10. So are these
  11. 11. These are the organic listings – they point directly to web content
  12. 12. <ul><li>Lots of good SEM vendors </li></ul><ul><li>Most are fixated on clicks </li></ul><ul><li>Few focus on conversions </li></ul><ul><li>Even fewer understand high value, complex B2B technology sales processes </li></ul><ul><li>An example….. </li></ul>Search Engine Marketing
  13. 13. The visitor is searching for Telecom Provisioning, clicks on an ad about Telecom NGOSS and is brought to a page about Billing Services. This creates significant discontinuity. Chances are they will simply ‘bounce’ away.
  14. 14. <ul><li>Conversions – AKA registrations - NOT just clicks </li></ul><ul><li>For paid search = landing page programs </li></ul><ul><li>For organic search = Persuasion Architecture </li></ul>What B2B Companies Need
  15. 15. Landing Page Programs Persuasion Architecture Lead Nurturing Three Steps To Successful Online Demand Generation AKA “Post-Click Marketing” Paid Search Search Engine Optimization
  16. 16. <ul><li>Landing pages allow you to control the post-click experience end-to-end </li></ul><ul><li>Singular objective - capture contact information </li></ul><ul><li>Deliver empirical insights into most relevant keyword phrases for site optimization </li></ul>Leveraging Landing Pages
  17. 17. Let’s imagine a user does a search for “Telecom Provisioning Software”…….
  18. 18. Ideally, a pre-conversion segmentation page should be served up before the landing page This asks the visitor to “self segment” so that the landing page that is served up next can be tailored more closely to their particular profile. This simple segmentation step also confirms to the user that they are “in the right place” since one of the segment choices refers directly to them. It also signals to them that they are important to you Pre-conversion segmentation can increase visitor conversions by up to 20% Are you: An Enterprise User A Telecom Service Provider
  19. 19. Minimize mandatory fields -Minimizes registration friction and maximizes conversions Reinforce search term used by the visitor in the landing page headline – to show them they are in the right place Avoid all unnecessary navigational links. Ensures visitor is not distracted Provide a clear and compelling offer supported by a short abstract that “sells” the content. Supported by a ”hero shot”, ideally Landing Page Example
  20. 20. <ul><li>Enhance interaction and information sharing </li></ul><ul><li>Yield richer contact information </li></ul><ul><li>Provide more selling opportunities </li></ul>Post Conversion Strategies
  21. 21. 30-40% of visitors that complete the landing page typically also complete the second stage form Validate all fields to improve data accuracy Pre-populate contact info from landing page Include qualifying question to establish stage of purchasing cycle Thank you page offers access to more content in exchange for more contact info Second Stage Form Get Access Now
  22. 22. Repeat thank you page offer. Just because they didn’t complete the second stage form before doesn’t mean that they won’t do so now The visitor will open this email - so use it to do some additional selling. Confirmation Emails It is important to use confirmation email to validate visitors email address
  23. 23. Persuasion Architecture
  24. 24. Tell visitors what the site owner wants them to hear: About Us, Our Products, Our Team, Our News , etc. A better approach…. Think from the visitors perspective: “ Who might come and what are they looking for exactly?” This is the starting point for developing a compelling Persuasion Architecture Most Web Sites….
  25. 25. These are the organic listings – they point directly to web content
  26. 26. <ul><li>Essential for organic traffic – actually any traffic </li></ul><ul><li>Two key goals: </li></ul><ul><li>1. Meet information needs of different stakeholders </li></ul><ul><ul><li>- User/their manager, recommender, economic buyer, decision maker etc. </li></ul></ul><ul><li>Provide visitors multiple opportunities to self-identify </li></ul>Persuasion Architecture
  27. 27. Demonstrates understanding of business pains Responding to feedback from persona research to have pricing and ROI information available right on the site Provides access to value added content for lead harvesting Speak directly to prospect pain points right on home page Expanded service and support section provides richer detail, prices etc. and underlines customer service commitment post purchase Highlight key product benefits with links to in-depth content Additional access to value added content for lead harvesting
  28. 28. Lots of Opportunities to Register
  29. 29. Lead Nurturing
  30. 30. <ul><li>Many prospects aren’t ready to talk to a sales rep yet </li></ul><ul><li>They’re just researching your product offering </li></ul><ul><li>Lead nurturing develops dialogue with prospects until they’re ready to buy - lead scoring </li></ul><ul><li>A full range of customized lead nurturing and lead qualification programs </li></ul>Getting Prospects Ready for Sales
  31. 31. <ul><li>Companies either lack resources, expertise and knowledge to develop effective programs </li></ul><ul><li>Or simply don’t have the bandwidth </li></ul><ul><li>Unqualified service providers or DIY approach </li></ul><ul><li>Online world developing at warp speed – specialization critical for best practices </li></ul>Barriers to Successful Online Lead Generation
  32. 32. <ul><li>Define/develop/deploy post-click marketing programs </li></ul><ul><li>Provide point or end-to-end project management - as needed </li></ul><ul><li>Brings together best-of-breed suppliers to deliver projects </li></ul><ul><li>From, simple low cost consulting projects…… </li></ul><ul><li>… . to full turnkey solutions encompassing all stages of the demand generation process </li></ul>FunnelBuilders Expert Services
  33. 33. <ul><li>Deep knowledge of current online best practices </li></ul><ul><li>Proven results in inbound lead generation </li></ul><ul><li>20+ year experience in all facets of technology marketing </li></ul>Credentials
  34. 34. [email_address] 416 836 4545 www.funnelbuilders.com/blog Twitter: @funnelbuilders LinkedIn: seanodonovan
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